Guillermo Oliveto, born in Argentina, holds a degree in Business Administration and specializes in the study of social consumption habits and behaviors. More than 16 years ago, he founded his own consultancy, known as “W,” which focuses on researching consumption habits and trends. Oliveto is also a columnist for the newspaper La Nación, a speaker, and the author of five books, all of them centered on humanity, society, and the different social classes in Argentina.
Oliveto became a frequently consulted voice during and after the pandemic, particularly following lockdowns and the reopening of social life, a period marked by behavioral and consumption changes that proved decisive and remain in place today. “After so much discomfort, well-being has no price,” he stated in an interview with the newspaper Clarín, referring to the post-pandemic period.
As a consultant, analyst, and specialist in consumer habits and behaviors, Oliveto studies the factors that influence people’s decision-making processes when purchasing goods or choosing services. His work also includes research into Argentina’s social classes and how society identifies with each of them.
What does Guillermo Oliveto’s W Consultancy do?
W is a strategic consulting firm founded in 2010 by Oliveto himself. In addition to analyzing consumption and social behavior, the company evaluates brand strategies within Argentine society. Its work combines quantitative and qualitative data, examining how social context, economic conditions, and other strategic factors influence consumer decisions.
Trends and changes in consumption habits usually emerge from specific drivers that the consultancy identifies and evaluates. Together with a multidisciplinary team that includes psychologists, sociologists, and anthropologists, Oliveto provides strategic support aimed at guiding and understanding consumer choices.
W publishes regular reports, and Oliveto is a frequent speaker at conferences and events. His presence in the media and in opinion pieces is common during periods of economic and social change in Argentina. In an interview with La Nación, he described the pandemic as one of the most decisive moments in the country’s history.
What has Oliveto said about class differences and the link between mood and consumption?
“The lower-middle class looks upward less and fears downward mobility more and more. For many Argentines today, being middle class mainly means not being poor.” This statement by Oliveto has resonated widely. According to the analyst, much of the middle class is more focused on avoiding a loss of social status than on aspiring to move upward.
In one of his most recent books, he addresses Argentina’s current context and the increasingly pronounced differences between social classes. He also highlights contrasts with the past, when stability was more achievable through education and employment, conditions that, in his view, no longer provide the same degree of security.
Is there room to hope that the middle class might recover what it once was? When asked, Oliveto stated that “there is hope” and suggested that Argentina “could have more resources through lithium and energy,” while emphasizing that “nothing is guaranteed.” He also acknowledged the possibility of a worse scenario, but noted that the country could rebound depending on social response.
Regarding consumption habits, Oliveto has pointed out a paradox observed in recent years: “There was a good year for consumption without an improvement in social mood, which is unusual.” He linked this phenomenon to widespread social dissatisfaction with the previous government.
“Pulso de consumo”
“Pulso de consumo” is a section of the newspaper La Nación that analyzes consumer trends and spending patterns. Guillermo Oliveto is one of its regular columnists and has contributed for several years. Many of his articles coincided with the post-pandemic period and the decline in consumption during 2024, followed by positive signs in 2025.
Several factors behind the recovery in consumption aligned with the post-crisis phase and the rise of new trends and habits during the first quarter of 2025. As a consultant, speaker, and author of five books, Oliveto remains a recurring voice in discussions on consumption and social behavior in Argentina.
